S A G E B A C K T O B A SAGE BACK TO BASICS S IC S Ideate, A must-have in your business library Brainstorm, Create Creativity is the heart of innovation and the soft skill that makes us better and smarter than our fellow nemesis—Artificial Intelligence. The book is the retelling of ideation, brainstorming, creativity tips and best practices which if used judiciously can work wonders for business professionals. Ideate, I Brainstorm and Create is for all practitioners who are looking to grow their d Sharpen Your Creative Edge talent and skills to be remarkable in their daily jobs. e a t e , SAGE Back to Basics is a distilled compilation of proven and timeless ideas B and best practices for new-age and experienced leaders alike. The hand-picked r collection of books—on management, leadership, entrepreneurship, branding a and CSR—offer advice from management experts whose knowledge and in research has impacted and shaped business and management education. s t o r Other books in the series: m , C r e a SAGE BACK TO BASICS t e A must-have in your business library ` XXX SAGE was founded in 1965 by Sara Miller McCune to support the dissemination of usable knowledge by publishing innovative and high-quality research and teaching content. Today, we publish over 900 journals, including those of more than 400 learned societies, more than 800 new books per year, and a growing range of library products including archives, data, case studies, reports, and video. SAGE remains majority-owned by our founder, and after Sara’s lifetime will become owned by a charitable trust that secures our continued independence. Los Angeles | London | New Delhi | Singapore | Washington DC | Melbourne Ideate, Brainstorm, Create Thank you for choosing a SAGE product! If you have any comment, observation or feedback, I would like to personally hear from you. Please write to me at [email protected] Vivek Mehra, Managing Director and CEO, SAGE India. Bulk Sales SAGE India offers special discounts for purchase of books in bulk. We also make available special imprints and excerpts from our books on demand. For orders and enquiries, write to us at Marketing Department SAGE Publications India Pvt Ltd B1/I-1, Mohan Cooperative Industrial Area Mathura Road, Post Bag 7 New Delhi 110044, India E-mail us at [email protected] Subscribe to our mailing list Write to [email protected] This book is also available as an e-book. Ideate, Brainstorm, Create Sharpen Your Creative Edge SAGE BACK TO BASICS A must-have in your business library Copyright © SAGE Publications India Pvt. Ltd, 2021 All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage or retrieval system, without permission in writing from the publisher. First published in 2021 by SAGE Publications India Pvt Ltd B1/I-1 Mohan Cooperative Industrial Area Mathura Road, New Delhi 110 044, India www.sagepub.in Published by Vivek Mehra for SAGE Publications India Pvt Ltd. Typeset in 11/14 pt Sabon by Fidus Design Pvt Ltd, Chandigarh. Library of Congress Control Number: 2021941155 ISBN: 978-93-91138-74-5 (PB) Table of ConTenTs Part 1: Ideate Chapter 1: Principles of Ideation ������������������������������������������������������������3 June A. Valladares Chapter 2: Keeping Track of Ideas �������������������������������������������������������15 June A. Valladares Chapter 3: David versus Goliath, AKA Small versus the Big Idea �������30 Linda Conway Correll George and Arpan Yagnik Part 2: Brainstorm Chapter 4: Defining the Creative Process Today �����������������������������������45 Linda Conway Correll George and Arpan Yagnik Chapter 5: Training for Your Creativity Marathon ������������������������������52 Linda Conway Correll George and Arpan Yagnik Chapter 6: Creative Aerobic 1 (CA1)—The Facts, Just the Facts ����������56 Linda Conway Correll George and Arpan Yagnik Chapter 7: Creative Aerobic 2 (CA2)—New Nomenclature— It Is What It Isn’t ����������������������������������������������������������������66 Linda Conway Correll George and Arpan Yagnik Chapter 8: Creative Aerobic 3 (CA3)—It’s the Same, Only Different ��������������������������������������������������������������������75 Linda Conway Correll George and Arpan Yagnik Chapter 9: Creative Aerobic 4 (CA4)—Refining Defining ��������������������82 Linda Conway Correll George and Arpan Yagnik Chapter 10: Verbal Four-/For-/Foreplay ������������������������������������������������92 Linda Conway Correll George and Arpan Yagnik Chapter 11: Body English (It’s Not Just about Golf) ����������������������������101 Linda Conway Correll George and Arpan Yagnik Chapter 12: How the Professionals Do It ���������������������������������������������119 Linda Conway Correll George and Arpan Yagnik Chapter 13: Every Body (Copy) Needs a Slogan, Sometime �����������������130 Linda Conway Correll George and Arpan Yagnik Part 3: Create Chapter 14: Creativity in Action: Stories to Aspire and Inspire ������������143 Arie Ruttenberg and Shlomo Maital Chapter 15: So—How in the World Do You Create? ���������������������������180 Arie Ruttenberg and Shlomo Maital Chapter 16: Build Your Creativity Muscles: 10 + 1 Exercises for Heavy-Lifting Change-the-World Innovators ��������������������189 Arie Ruttenberg and Shlomo Maital vi Ideate, BraInstorm, Create 1 t IdeaTe r a P